Google AdSense Can I get a slice of the Internet Pie? Roger Lam UCLA DIS19, Fall 2010.
Intro to SEO - Get a Bigger Slice of the Pie
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Transcript of Intro to SEO - Get a Bigger Slice of the Pie
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presents
Intro to SEO: Get a Bigger Slice of the Pie
DALE BERTRAND@dbertrand
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Intro to Search Engine OptimizationGet a Bigger Piece of the Pie
January 13th 2013
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Full service, results-driven, digital marketing agency (6 people – headquartered in Kendall Square)
Specializing in SEO, AdWords, content marketing and email marketing automation.
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Agenda
• Why Search Marketing?• How Search Engines Work• Building Accessible Sites• Keyword Research• Link Building
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SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
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SLIDE MASTER – COVERPAGE
Why Search Marketing?
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SLIDE MASTER – COVERPAGE
100 Billion SearchesEach Month!
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SLIDE MASTER – COVERPAGE
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Organic vs. Paid Search
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Organic vs. Paid Search
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Click-Through Rates
Why such a substantial CTR drop off?• Refined search rather than scrolling• Searchers are satisfiers not optimizers• People assume the best results are first
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Blended Search Results
News
Web result
Images
Map
More web results
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More Blended Search Results
Video
Product listings
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Local Results Carousel
#1 result may not get much traffic
Different ranking algorithm (partially
based Zagat restaurant reviews)
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SLIDE MASTER – COVERPAGE
This Presentation Focuses on:
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SLIDE MASTER – COVERPAGE
How Search Engines Work
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SLIDE MASTER – COVERPAGE
Crawling & Indexing
Without links, the engines might never
find this page
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SLIDE MASTER – COVERPAGE
Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
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SLIDE MASTER – COVERPAGE
Many Domains vs. One Domain
VS.
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SLIDE MASTER – COVERPAGE
Domain Authority
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SLIDE MASTER – COVERPAGE
PageRank
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SLIDE MASTER – COVERPAGE
The Flow of PageRank
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SLIDE MASTER – COVERPAGE
PageRank is Split Evenly Between theLinks on a Page
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SLIDE MASTER – COVERPAGE
PageRank is an Iterative Algorithm
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SLIDE MASTER – COVERPAGE
Nofollowing or Removing Links CanAlter the Flow of PageRank
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SLIDE MASTER – COVERPAGE
Google Says they use PageRank to Crawl
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SLIDE MASTER – COVERPAGE
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SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
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SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
![Page 31: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/31.jpg)
SLIDE MASTER – COVERPAGE
Building Accessible Sites
![Page 32: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/32.jpg)
SLIDE MASTER – COVERPAGE
Crawlability / Link Architecture
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SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization
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SLIDE MASTER – COVERPAGE
Duplicate Content & Canonicalization
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SLIDE MASTER – COVERPAGE
Canonical URL Tag
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SLIDE MASTER – COVERPAGE
301 Redirects
302s
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SLIDE MASTER – COVERPAGE
Duplicate Titles & Meta Descriptions
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SLIDE MASTER – COVERPAGE
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
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SLIDE MASTER – COVERPAGE
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain Dynamic URLs don’t perform as well
as static and engines recommend against more than two parameters
No keywords in the URL string
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SLIDE MASTER – COVERPAGE
Fixing Broken Links & 404s
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SLIDE MASTER – COVERPAGE
Blocking Robots
![Page 42: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/42.jpg)
SLIDE MASTER – COVERPAGE
Blocking Robots
![Page 43: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/43.jpg)
SLIDE MASTER – COVERPAGE
XML Sitemaps
www.sitemaps.org/protocol.php
![Page 44: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/44.jpg)
SLIDE MASTER – COVERPAGE
Webmaster Tools (Google)
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SLIDE MASTER – COVERPAGE
Webmaster Tools (Bing)
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SLIDE MASTER – COVERPAGE
Important Tags & Signals
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SLIDE MASTER – COVERPAGE
Title Tags
![Page 48: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/48.jpg)
SLIDE MASTER – COVERPAGE
Meta Descriptions
![Page 49: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/49.jpg)
SLIDE MASTER – COVERPAGE
Tag Length Recommendations
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SLIDE MASTER – COVERPAGE
Anchor Text
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SLIDE MASTER – COVERPAGE
Page Copy
![Page 52: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/52.jpg)
SLIDE MASTER – COVERPAGE
Image Alt AttributesGood keyword usage
in the alt tag
![Page 53: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/53.jpg)
SLIDE MASTER – COVERPAGE
Not So Important
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SLIDE MASTER – COVERPAGE
Meta Keywords Tag
![Page 55: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/55.jpg)
SLIDE MASTER – COVERPAGE
H1, H2, H(x) Tags
![Page 56: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/56.jpg)
SLIDE MASTER – COVERPAGE
Search Engine “Submission”
![Page 57: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/57.jpg)
SLIDE MASTER – COVERPAGE
Algorithmic Ranking Factors
![Page 58: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/58.jpg)
SLIDE MASTER – COVERPAGE
Keyword Research + Targeting
![Page 59: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/59.jpg)
SLIDE MASTER – COVERPAGE
The Goals of Keyword Research
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SLIDE MASTER – COVERPAGE
Choose the “Best”Words/Phrases to Target
![Page 61: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/61.jpg)
Example High Value Keyword
- High volume- Low competition- Relevant (likely to convert)
![Page 62: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/62.jpg)
More About High Value Keywords
Other metrics- Revenue- Time on site- Pages visited- Landing page conversion rate- Average basket size (ecommerce)
![Page 63: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/63.jpg)
Measuring Relative Search Volume
![Page 64: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/64.jpg)
SLIDE MASTER – COVERPAGE
Predict the Effort Required to Rank Well
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SLIDE MASTER – COVERPAGE
Understanding Keyword Demand
![Page 66: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/66.jpg)
SLIDE MASTER – COVERPAGE
The Long Tail of Keyword Demand
![Page 67: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/67.jpg)
SLIDE MASTER – COVERPAGE
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SLIDE MASTER – COVERPAGE
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SLIDE MASTER – COVERPAGE
![Page 70: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/70.jpg)
SLIDE MASTER – COVERPAGE
Tools & Tactics for Brainstorming& Refining Your Keywords
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SLIDE MASTER – COVERPAGE
Salespeople & Customers
![Page 72: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/72.jpg)
Hint: If your budget allows, use broad match to discover new keywords 72
Keyword Research Process
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Internal Site Search Stats
![Page 74: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/74.jpg)
SLIDE MASTER – COVERPAGE
Competitive Keyword Research
Restrict queryto competitor’s
domain
![Page 75: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/75.jpg)
75
Keyword Research Tools
![Page 76: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/76.jpg)
Keyword Planner (Google AdWords)
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SLIDE MASTER – COVERPAGE
Measuring KeywordDifficulty & Competition
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Run Search Queries
Wikipedia page
High authority domain
Local listings
![Page 79: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/79.jpg)
SLIDE MASTER – COVERPAGE
Conduct a Competitive Analysis of Metrics
![Page 80: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/80.jpg)
Use Helpful Tools
Keyword difficulty Scale: 1-100%
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SLIDE MASTER – COVERPAGE
Link Building Strategies
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SLIDE MASTER – COVERPAGE
What Goals Can Link BuildingHelp Us Achieve?
![Page 83: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/83.jpg)
SLIDE MASTER – COVERPAGE
Improve Individual Rankings
![Page 84: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/84.jpg)
SLIDE MASTER – COVERPAGE
Improve a Domain’s Ability to Rank Pages
![Page 85: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/85.jpg)
SLIDE MASTER – COVERPAGE
Achieve More Complete Indexation
![Page 86: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/86.jpg)
SLIDE MASTER – COVERPAGE
Send Converting Traffic
Image Credit: websiteoptimization.com
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SLIDE MASTER – COVERPAGE
The 8 Basic Kinds of Link Building
![Page 88: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/88.jpg)
SLIDE MASTER – COVERPAGE
#1 - Manual Link Submissions/Requests
![Page 89: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/89.jpg)
SLIDE MASTER – COVERPAGE
#2 - Competitive Link Research/Acquisition
![Page 90: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/90.jpg)
SLIDE MASTER – COVERPAGE
#3 - Links via Embedded Content
![Page 91: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/91.jpg)
SLIDE MASTER – COVERPAGE
#4 - Linkbait & Viral Campaigns
![Page 92: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/92.jpg)
SLIDE MASTER – COVERPAGE
#5 - Content, Technology & API Licensing
![Page 93: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/93.jpg)
SLIDE MASTER – COVERPAGE
#6 - Partnerships, Exchanges & Trades
![Page 94: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/94.jpg)
SLIDE MASTER – COVERPAGE
#7 - Paid Links
![Page 95: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/95.jpg)
SLIDE MASTER – COVERPAGE
#8 - Link Reclamation
![Page 96: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/96.jpg)
SLIDE MASTER – COVERPAGE
Social Media & the Web’s Influencers
![Page 97: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/97.jpg)
SLIDE MASTER – COVERPAGE
Influencers on the Web
![Page 98: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/98.jpg)
SLIDE MASTER – COVERPAGE
The Power of the “Linkerati”
![Page 99: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/99.jpg)
SLIDE MASTER – COVERPAGE
Content that Appeals to Influencers
![Page 100: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/100.jpg)
SLIDE MASTER – COVERPAGE
Making Content Easy to Share
![Page 101: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/101.jpg)
SLIDE MASTER – COVERPAGE
Making Content Easy to Share
![Page 102: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/102.jpg)
SLIDE MASTER – COVERPAGE
Cannibalization of the Link Graph
MMM… LINK GRAPHS ARE DELICIOUS!
![Page 103: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/103.jpg)
SLIDE MASTER – COVERPAGE
The Rise of the Social Graph
![Page 104: Intro to SEO - Get a Bigger Slice of the Pie](https://reader034.fdocuments.in/reader034/viewer/2022051608/54429aabb1af9f130d8b46df/html5/thumbnails/104.jpg)
SLIDE MASTER – COVERPAGE
Algorithmic Ranking FactorsYou have to do these right, before you can
do these right